Word-of-Mouth Communication and Impulsive Buying Behavior: The Moderating Effect of Product Attributes

Abstract

This study investigates the impact of word-of-mouth communication (WOM) on consumers’ impulsive buying behavior and examines the moderating effect of product attributes. A survey of 352 Chinese consumers was conducted, and structural equation modeling was applied to analyze the data. The results show that WOM exerts a significant positive influence on impulsive buying, with luxury products more likely to trigger impulsive behavior. Product attributes significantly moderated the relationships between WOM dimensions and impulsive buying, particularly in specific WOM–impulsive buying relationships. The findings provide theoretical contributions to consumer behavior research and practical implications for marketing strategies.